Jameson Irish Whiskey has announced the launch of its new above the line campaign, investing over $1m in support of the recently launched premix range with a master brand approach via TBWA.

The campaign has rolled out nationally with high impact outdoor placement and a significant digital spend with key media partners; Yahoo, Spotify and News.com.au (estimated reach of 60.4%).

The campaign is aimed at driving awareness for the unique premix range; Jameson & Cloudy Apple and Jameson & Raw Cola and the latest addition, Jameson & Ginger Beer with messaging that brings Jameson's unique personality to life.

Says Anne Martin, marketing director of Pernod Ricard Australia:
"Australia is a test market for the Jameson premix range so our team
worked closely with Irish Distillers Ltd to create a campaign that would
appeal to the Australian male aged 24-34 years.

"Research has
revealed an impressive conversion rate 'for every three people that
taste Jameson premix, one will repurchase the product within four
weeks,' so developing a compelling above the line campaign to support
the range in the lead up to summer was essential."

Recently
the Jameson premix range was awarded top honours at the Australian
Drinks Awards, taking home the title for 'Best RTD/RTS Innovation' for
the Jameson & Raw Cola and Jameson & Cloudy Apple varieties.

Says Martin: "Pernod
Ricard Australia is dedicated to continually delivering products of
superior quality and constantly seeking innovative ways to refresh the
whiskey category. Our consumers are looking for brands that are
interesting, premium and most importantly, that deliver exceptional
quality and taste."